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The Definitive Guide to Coaching Website Lead Generation

Every successful coach is aware that the internet can be a powerful tool to expand and grow their business. Coaching professionals that want to share their expertise, create a bigger impact and get new clients, know that establishing a digital presence is essential.

​This often boils down to building a coaching website where new potential clients can reach and hire you online.

Hold on to that thought if you're thinking, “Hazel, I already have a website and I don’t need another person to tell me that.”

Because my intention is NOT to convince you to build another website.​


It's undeniable that website is one powerful marketing and business tool to grow a business in today's world, so that should be already something existing in your business.

But the purpose of this article is to make you RETHINK the role of your website:​

This a long and comprehensive article!

If you don't have time to read it all now, click here to enter your email address and I'll deliver it as a PDF to your inbox so you can finish it later. (:

  • ​What does your website mean to you?
  • Does it generate enough leads and clients for your business?
  • If it doesn't, why not?
  • Most importantly, what can you do to start capturing more potential clients through your coaching website?

“Websites promote you 24/7: No employee will do that.”

― Paul Cookson

What I noticed is that the way many coaching professionals think about and use their websites is wrong.

Here is a fair judgement: if your coaching website isn’t generating leads and clients and paying for itself, then it isn’t working hard enough.

I want to show you how an independent coach like yourself, can actually attract more new leads through your website. You'll get all the worksheets I use with my clients and learn how to turn your website into a lead-generating machine!

Sound good? Let's go.​

Get The Definitive Guide to Winning More Leads Through Your Coaching Website

Delivered to you as a PDF with all templates and worksheets included.

Beautiful website or costly business problem?​

Many coaching professionals have a website. If you’re a coach reading this, you probably already have your own digital property hosted somewhere on the internet.

And there is a whole lot of things that coaches are trying to achieve with their website:​

  • ​They want more potential clients to arrive on their website.
  • They want more leads to fill up their calendars and book themselves solid.
  • They want more clients to hire, "click and pay" them online.
  • They want to add a range of services that clients can choose and buy.
  • They want their website to look gorgeous, professional and create the wow effect. ("I want my website to look extraordinary, modern and futuristic as if it's operating in the year 2032.")

To top it off, they want everything to be automated and easily managed.

All sounds good, except for the fact that most coaching websites out there fail to deliver these results. (That might include yours.)

Let me explain.​

The majority of coaches fall into what I call a “brochure website trap”.​

What that means is that they pay for (sometimes a lot of money) a brochure website that may look pretty but don’t work from a business standpoint.

If you own a brochure website, this is likely what it is:​

  • A homepage that says something like "Welcome to our website, this is what we do" (and fancy carousel or sliders anyone?)
  • A service page with a list of services and "Buy Now" buttons, or integration with a shopping cart.
  • An about page about you or your company, and a few testimonials.
  • A contact page where your email address and phone numbers are displayed.
  • Some of you may have a blog (that is rarely updated).
  • And some even have a sign-up form sitting on the sidebar that says Join My Mailing List.

Everyone is doing this. Looks pretty standard, isn't it?

That is the reason this type of website doesn't work. At least it's not working in the way where you want it to send loads of leads and clients to your coaching business.

Why some coaching websites work, but most don’t.

According to internet marketer Derek Halpern, there are 3 types of people who visit your website.


There are people who never buy what you sell. No matter how good your website is, they just don’t care.

We can simply ignore this group of visitors.​


There are people who buy what you sell instantly. They may just land on your website at the right time for the right reason and be ready to buy.

Obviously, we want more of this type of people come to our site.

However, this is where most coaches get it wrong. They think that whoever comes to their website all belong to this group.

So they have a standard brochure website that says, “This is what I sell, buy it?

In the reality, this kind of instant buyers are only made up of a very small portion of your audience, perhaps less than 5%.

Where a brochure website falls short is that it treats everyone that comes to your website as if they are all ready and want to buy from you instantly.

In the other words, it only takes care of a very small portion of your web visitors.

Can you still get leads and clients through a brochure website? Sure you can, but not all the time.

Your website is throwing your money away.

You’re only skimming the surface and missing out the opportunity for more sales because the majority of your audience is what Derek Halpern called, the Sideliners.


This is a group of visitors who isn’t ready to buy what you sell immediately, but at the same time they are not turning down your offer completely.

Whether or not the Sideliners will become your clients eventually, can be very much determined by how you design your website (aka how you treat them on your website).

Let's see how a brochure website treats your Sideliners.

Your Sideliners may come from a Facebook ad, or a blog post you share on social media.

They are complete strangers who don't know you at this stage. They come to your website just to take a look around, trying to see if there is anything that interests them for more.

  • They land on your homepage, and if it’s not immediately clear about "what is in it for them", they leave.
  • They skim your blog, and if there's not much content that speaks to their needs, they leave.
  • They might completely miss your only sign-up form.
  • Or they might consider joining your list, yet they have already been receiving so many emails in a day just like yourself and they don't want to be on another mailing list.
  • They might think of contacting you, but at the same time they don't feel ready and necessary, so they leave.

Remember, your Sideliners are not rejecting you right away. In fact, how they land on your website indicates that they're somewhat interested in what you have to say.

Instead of capturing and converting your Sideliners into leads and eventually clients, a brochure website is full of "leaks" and drives them away.

Do you know that 99% of the people who visit your website never come back? So if the Sideliners visits your site today and leave, chances are you’ll never see them again.

What that means to your business is that:

If you’re paying for traffic, you’re throwing away your money.

If you’re relying on social media, you’re wasting your time for the same reason.

Coaching professionals need more than just a website.

Just having a website alone is not enough.

If you want more potential clients to arrive on your website, more leads to fill up your calendar and eventually more clients to hire and pay you handsomely for what you do, you'll need a different web solution.

This process of moving traffic to a website, capturing and converting them into leads and clients is not what websites can do.

It’s what marketing funnels are designed and created for.

Coaching professionals need funnel-based websites where marketing automation and conversion can happen to add significant values to their businesses.

What is changing? Why is NOW the right time for coaching businesses to add funnels to their websites?

More competitors

From 1 website in 1991 to 1 billion in 2014, more and more websites are created in every single MINUTE. Your clients are exposed to more options than in the past. Coaching professionals need more than a "me-too" brochure website that doesn't convert if they're serious about standing out in their industry.

More engagements.

The first step to building a business relationship is forming a CONNECTION. People need to know, like and trust you before they're ready to become your clients. Our society has involved and cares more about service experience. Funnels can respond to this customer journey.

More affordable.

Funnels used to cost thousands of dollars or more to build. With the rapid changes in today's technology, new plugins and software are released to the market every now and then. It has become way more affordable for independent coaches and small coaching firms to add funnels to their businesses now.

So how to make your website attract more leads from now?

Here is what we're going to make happen:

  1. You create a valuable piece of insight, or what we call a "lead magnet" that you'll be giving it away for free on your website. (Nope. This is not your typical "signing up to my newsletters" and I will explain why later.)
  2. You build a specific landing page to give this "lead magnet" away, in exchange for someone's email address.
  3. You deliver the lead magnet to those "sign-ups" or now your email subscribers (automatically).
  4. You pre-qualify them with an application form.
  5. You add more leads to your database. Those who pass your qualification are your "hot leads", they can book a time on your calendar to speak further. Those remaining leads are captured in your mailing list, where you can send further emails to market your coaching service.

I'll walk you through the process below, so you can go from not having anything to give away on your website, to start capturing for more leads and building your email list in no time.

But a fair warning here:

This is not just another blog post that you will want to archive and read later.

This is a blog post that requires you to put on your thinking hat, roll up your sleeves and finally DO some work, because I've got you covered with plenty of worksheets. (You're welcome.)

Now if you’re ready, let’s start building your lead-generating funnel now!

Get The Definitive Guide to Winning More Leads Through Your Coaching Website

Delivered to you as a PDF with all templates and worksheets included.

Do you know what the big problem is that prevents sales?

It's trust.

You have to build an enormous level of trust before someone becomes a client.

It’s way too much to get your audience to commit to a paid coaching plan without helping them first.

Even if you already have that "Schedule A Free Consultation Call" button somewhere on your website, sometimes they have to think twice before doing that because:

  • It requires a certain amount of time out of their busy schedule.
  • It means higher commitment, less convenience to them.
  • It's intimidating to talk to somebody, especially in most cases when they haven't got to know you yet.

When the above happens, we need to go back a step and offer something that asks for less commitment and makes it easier for your web visitors to say yes.

That's what a lead magnet does!

  • lead magnet

A piece of insight given away for free, in exchange for an email address, that solves a specific problem to your audience and is related to your core offer.

What offering lead magnets eventually do for us is this:

  • Give us a valid reason to capture leads that you can market to later.​
  • Build trust with your audience by solving problems and helping them get results.
  • Introduce a complex idea and start making it easier to understand.
  • Qualify and prevent low-value clients getting to you.


What we offer has a direct impact on how many people sign up.

Looking at the following options, tell me which one is more appealing and shows more benefits?

Lead Magnet #1: Join My Mailing List


Lead Magnet #2: Get This Report to Avoid the 5 Biggest Mistakes People Make When Choosing A Life Coach

I bet you'll agree the second one does!

"Join My Mailing List"

  • Boring
  • Vague
  • Less benefits and results oriented.
  • Doesn’t speak to your audience’s needs directly.
  • In your potential client’s head, “More emails? IGNORE!”

"Get This Report to Avoid the 5 Biggest Mistakes People Make When Choosing A Life Coach"

  • Interesting
  • Specific
  • Clear results and benefits.
  • Answers their pain points and solve their problems.
  • In your potential client's head, "It looks EXACTLY like what I needed. Sign up!”

That's also why just putting up a form asking people join your list has become less and less effective today.

How do you craft your own high-converting lead magnet like the second one?

It starts from understanding what your audience want.

I want you to think about what your coaching service can do for your clients:

  • What’s the goal or achievement they are striving for?
  • What’s the big problem they trying to overcome?
  • What roadblocks are in the way and holding them back?

Whatever the answer is to those questions, that’s what you need to solve in your coaching service.

Then, I want you to think about the results and benefits of working with you can bring.

  • What can your clients do after they get your coaching service?
  • How does it help them to avoid pain?
  • How does it make their lives easier?

Whatever the answer is to those questions, these are the messaging hooks that speak to your audience and make them want to sign up.

Use this first worksheet below (no opt-in) to help you get started with this step.


Every successful coaching business exists and gets paid by solving problems.

So first of all, let's brainstorm a list of problems your audience have.

What are the problems happening in your industry that almost everyone has?

What is it that makes their business/ work/ life more difficult than usual?

What wakes them up in the night? What are they losing sleep over?

When you brainstorm this, think about both the short-term issues that they have to face day in day out AND the long-term struggles that bother them about all along.

Then, go deep and dig on the side effects of those problems.

​What are the bad implications and negative results IF they don't solve those problems?

How will that affect them financially and socially?

What will happen to their business/ work/ life in the long run?

List down every problem your audience have, be exhaustive with your list.​

Pain Points

Whenever we try to solve a problem, we’ll encounter obstacles and roadblocks.

There is a barrier currently standing between what your clients want, and where are they right now.

What are the common myths that circulate around in your industry about solving the problems?

What are the misconceptions that come to your audience's mind when they’re trying to solve the problem they have got?

What are the old ways of solving these problems (that don't work anymore)?

What are the concerns holding them back from tackling the problems head on?

What have they tried? What doesn't really work?

What do they wish they didn’t have to deal with?

Write down all the pain points that your audience will encounter if trying to solve this problem.

Results & Benefits

Now you have an exhaustive list of the problems, and preferably those are within what you can help with.

But just saying what you can help is not enough, what are the results that you’ve got for the clients? What proof do you have that this works?

Even if you don't have many clients at the moment, think about the results that you’re getting for people and the results that you could get them.

From a higher level, what are their goals and how can you help them reach that?

What are the results that they want?

What can they do now, that they couldn’t do before?

What does that "before" and "after" picture look like?

Then, go deep and dig on all the positive implications and benefits after they got all those results.

How do they feel now? What is their new status?

How will the results affect them financially and socially?

What will happen to their business/ work/ life for good in the long run?

I want you to come up with THREE of the biggest results that you can bring to the table, and write at least ONE benefit for each result.

When you’ve got everything ready, next we’re going to start creating your lead magnet offer.

Download this first worksheet below (no opt-in) to complete this step.


If you want to go from Singapore to Japan, taking a flight is the most direct and fastest way, but it also costs you the most money.

Besides flying, you can travel by sea or go by land, choosing the train, car or even walking! These few other options can STILL get you to your destination, they cost less but take a longer time and less comfort.

Understanding this can help create your lead magnet faster and easier.

It doesn't matter if your clients are hiring you for a 1-on-1 coaching programme, enrolling to your high-end group coaching or buying your premium training course.

Your core offer is "that flight" your clients can take. It's the best and fastest way your clients can get results and benefit from your solution, but it also requires a bigger financial investment from them.

On the other hand, your lead magnet is "that train or car" your clients can choose otherwise.

You STILL help them get the same result. But because it's free, they will need to put in more effort and time to get that.

Get the idea?

A few basic rules to remember when creating your own lead magnet:

  • Keep it short and valuable. Your audience doesn’t have time to read another 300-page book.
  • Easy to use and consume. Use the format your audience is familiar with so they can start using your lead magnet in a couple of clicks.
  • Specific to the result they want. Help first, sell later. Results create trust.
  • Related to what you’re selling. This makes moving your subscribers to a sale a whole lot easier.
  • Inviting and compelling enough. Make it easy for people to give you their emails.

Use this second worksheet below (no opt-in) to create your lead magnet in 6 different ways.

Video Guide

Video guides work because you're able to create highly useful and relevant content for your audience, and it can be produced fast and easily.

What are the top questions you get asked a lot as a coaching professional?

What 3 to 5 questions are your audience always asking for your type of service?

Use this opportunity to produce a video to educate your people.

What you need to do is simply ask your clients what are the 3 to 5 questions they want you to answer about your expertise.

People love this kind of opportunity because they get to pick an expert's brain to get answers for their burning questions.

Or you can search through the forums, Facebook communities, LinkedIn groups, Reddit, Quora etc and compile a list of common questions about your industry.

An example is like this.

If you're a running coach, then the top 3 to 5 questions you've heard a lot might be:

  1. How do I choose a pair of running shoes for the first time?
  2. How do I run faster or for longer without injuring my knees?
  3. What should I eat before running?

All you have to do is take out your smartphone or use the camera of your laptop to record yourself answering those questions.

"New runners are always asking me questions about how to run faster. What should you eat? How do you prevent knee injury? How do you choose your running shoes for the first time? I'm going to answer them all in this video."​

If you need to demonstrate something from your desktop, use a screen recording software like Camtasia, Jing or Loom (my favourite!) to do the work.​


Worksheets give people the chance to work through some exercises, answer a few questions or fill in the blanks on a document that you prepared, and at the end of that process they're getting certain results.

Here is a method to create your own worksheet.

Try to answer this question:

If your client is going to write you a cheque today, what exactly does she get in return?

What are the top 3 results your clients can expect from hiring you?

This shouldn't be difficult to figure out especially after you've completed our previous worksheet. (See? A worksheet example.)

The results that you give to your clients can be turned into a worksheet and offered as a lead magnet.

In this case, the 3 most common results coaching professionals want from their websites are:

  1. More qualified leads.
  2. More high-value clients.
  3. Less marketing.

In order to get those results, they will need to give away a lead magnet, add a lead-generation funnel to their website, and start building their email list.

That's why I've created all the worksheets you need to make this happen!


Cheatsheet is another piece of insight people LOVE because it gives the impression that the hard work has already been done.

Typically, how a cheatsheet is different from a worksheet is that it doesn't require work from the users.

Instead of brainstorming and writing, people can just "look at" a cheatsheet and get the result they want.

To create your own cheatsheet, look at the coaching journey with your clients.

What is the first step you have to take to get results for your clients, or what your clients have to do to start their journey?

In many cases, your clients are going to start the same way even if they may come from different backgrounds.

You can take that first step, tabulate, compile or sort it in a manner that your audience can easily understand, and offer it as a cheatsheet to give it away.

Let's see an example here.

Imagine you're a dance coach and you teach people how to dance confidently in 30 days.

Regardless of whether your client is a doctor, designer or driver, they all need to start from step one.

  • Perhaps it's to master a few fundamental dance moves so they can pick up any dance easier later.
  • Perhaps it's to correct some common mistakes beginners have in dancing.
  • Perhaps it's to understand what they can expect in their first 30 days of dancing so they can prepare for that.

Whatever it might be, if you can present the content in a way that makes sense and give clarity to your audience, you can turn this into a cheatsheet.


This piece of insight works extremely well if your audience is expecting to go through a long complicated process, and they tend to get confused about the next steps.

But I believe no matter what you do, you'll be able to generate at least one checklist for your business.

Because it is essentially produced based on the step-by-step process in your business.

Creating checklist aside, you should make it a habit to document down your entire business workflow.

What’s the step by step process for you to deliver the project?

If you're going to train someone to do your job, what is that documentation that you can pass to her and know that she can replicate without any problem?

Write down your process in a step-by-step format. Then remove any parts that aren't applicable to your audience. Clean it up and this is a checklist you can give away to your subscribers.

For example, a self-publishing coach can offer a self-publishing checklist for first-time authors.

All she does is document her process down and make it into a list form. Any new author can then follow her list to revisit the process of publishing from scratch for themselves.

Resource List

Like cheatsheets, this is another favourite for many people. Yet, it's super easy to put together.

If you think that producing a new video guide or worksheet is "too much work" because it requires you to come up with the new ideas, then you shouldn't have any excuse for making a resource list.

Literally, all you do is write down the resources and tools you have been using every single time or on a daily basis in your business and share it with your audience.

Every time you start a new project, what do you use to get the project off the ground?

What are your favourite or "must have" tools in your toolkit?

What are the websites/ tools/ apps/ software/ services that you can't live without, or happy to pay for to save a whole lot of time and energy?

People go crazy about resource lists because they feel like they now own the same list of secret weapons or insider's tools used by professionals - like yourself.


This is another powerful and popular lead magnet you can create and give away.

People like the idea of watching a work process so that they can learn to do it themselves, but they like even more the idea of seeing a finished work sample in front of them.

And if you tell them they can have it and copy it for their own use, they're going to give you their email address in exchange for that.

What you do is simply white-label what you have already created, and make it your lead magnet.

If you want to make a template using work from the previous client, then make sure you remove any business information that you aren't supposed to disclose.

Basically, you do the work once and generalise it so that it can be used in many cases or for many people.

For example, a career coach that helps young graduates land their first job can create a winning resume template to give away.

All she does is take the same resume she created for a successful client, remove any personal information, and add in an explanation note so that other job seekers can use it for their own success.

Here you go, I covered 6 different subjects and formats that you can use to create your own lead magnet.

Download this second worksheet below (no opt-in) and come up with your next lead magnet's content idea.

Get The Definitive Guide to Winning More Leads Through Your Coaching Website

Delivered to you as a PDF with all templates and worksheets included.


It's time to craft a "squeeze page", or a landing page that we build specifically to give away a lead magnet and collect email addresses.

  • landing page

A standalone web page that is designed for a single marketing objective.

Let’s kick off with the anatomy of a high-converting squeeze page.

A high-converting landing page sample from Ramit Sethi

There are 6 essential elements you need for a landing page like this, and they are all designed to make visitors more likely to sign up for your lead magnet.

  • Headline
  • Value statement
  • Bullet points summary
  • Opt-in form
  • Testimonial
  • Call-to-Action (CTA)

Download the worksheet below (no opt-in) to craft your high-converting landing page.

#1. Headline

What a headline does is capture people's attention and make them quickly decide whether the rest of your content is worth reading.

So it needs to be:

  1. Clear and easily understood about what the reward is.
  2. Only be one sentence long MAXIMUM. Research has shown that a perfect headline is just 6 words long because people tend to scan the first and last 3 words.
  3. Speak things that your audience care about so it compels them to read the next paragraph.

I like to write headlines from three different angles and then test them.

Loss & Fear Perspective

For example, "Why first-time parents like yours are [experiencing problems] when you don’t [use lead magnet]?"

Gain & Reward Perspective

For example, "How first-time parents can [get desired benefits] by taking advantage of this [lead magnet details]."

Mixed Perspective

For example, "This is what first-time parents can [achieve big result] without having to [going through pain points]."

If you want to bring it to the next level, you can also add in numbers or time to make your headline even more compelling.

For example, "7 [mistakes/ pain points] first-time parents may experience and how to avoid them for better [results]."

Or, “Here is what first-time parents can [get desired benefits] in 7 days.”

There are many creative ways to craft your headline but it should always touch on one or two of these four things: Problems, Pain Points, Results and Benefits -which is what you already discovered in our worksheet #1 - now you understand why I asked you to do it!

#2. Value Statement

This is a two to three sentences description that asks people to sign up to your lead magnet in a persuasive way.

Many landing pages fail to convert because the messaging is weak and confusing.

“Content precedes design. Design in the absence of content is not design, it’s decoration.”

― Jeffrey Zeldman

It doesn't need to be hard though. All you need to do is to answer the 6 questions below, which our last two worksheets have got your prepared for:

  1. What is it that you're giving away?
  2. Who is it designed for?
  3. What big problem does it address?
  4. What are the pain points it solves?
  5. What big result does it create?
  6. What are the benefits it brings?

Then, take your answers and fill in the paragraph below.

I promise that this [lead magnet: video/ worksheet/ cheatsheet/ checklist/ resource list/ template] will make [creating/ getting/ achieving big result] much easier.

The problem is that too many [target audience] struggle to achieve [big result] because it's [problems & pain points].

With this [lead magnet], you'll be able to [achieve the result and gain benefits].

For example.

I promise that this [party planning checklist] will make [launching a successful birthday party for your kids] much easier.

The problem is that too many [parents] struggle to [plan a fun party for their kids] because they are [overwhelmed with what need to be done, let alone squeezing time out of their tight schedule to really get started].

With this [checklist], you will be able to [kick off preparing your kid's party easily and prevent yourself from burning out by that exhaustive to-do list.]

Here you go, that's a very powerful value statement to explain what you offer and why people should care about it.

#3. Bullet Points

Next, we will take the value statement, break it down and rewrite into bullet points so that people can easily and quickly understand them.

Like headlines, bullet points ATTRACT a lot of attention.

You can use the following ideas to guide your writing.

  • Secrets. What people don't know about your industry?​
  • Summary. In overall, what is your lead magnet about?
  • The number of steps to the desired results.
  • What do people get when clicking on the "Download" button?
  • Who should get it today?

Using the same example, the bullet points can be something like this:

  • The THREE big planning ​secrets party planning companies don't want you to know!
  • How to plan and prepare your kid's party without fail.
  • 5 steps to researching and buying cheap and creative party supplies online.
  • A 5-page cheatsheet to kick off your party planning.
  • Specifically designed for busy parents with tight working schedules!

#4. Opt-in Form

You should only ask for a name and email address, and sometimes I only collect email addresses.

Don't create a long form and ask to collect too much data, it will turn your visitors off.

You can use Gravity Forms or Optin Monster to create and insert the opt-in form on your website. Personally, I use Thrive Leads.​

You also need to have an email autoresponder to store all the data and manage email automation. A few popular choices in the market are MailChimp, Aweber, ActiveCampaign or Drip.​

Later on, I will talk more about how to piece everything together using free and cheap technologies.​

#5. Testimonial

​Positive reviews increase credibility and lead to easy conversions, so don't forget to grab a few words from your clients or people who have tried out your lead magnet.

A short sentence like the following can work extremely well.

"After using this [lead magnet], I am able to achieve [big result] without experiencing [pain points]."

Also, remember to add a photo to your testimonial so it looks even more genuine.

If you don't have any testimonials at the moment, use your own photo and explain why you created this lead magnet and what it solves.

It could be something like, "I created and use this [lead magnet] myself because I want to get more [result and benefits], but I don’t want to experience [problem and pain points]."

#6. Call-to-Action (CTA)

CTA is designed to trigger an immediate response from your audience. On a squeeze page, you want people to click the button, enter their email and sign up.

Don't use typical boring words like "Submit".

Instead, using instructional and conversational words like below:

  • ​"Download this template"
  • "Get instant access"​
  • "Click to join for free"
  • "Send me the PDF now!"
  • "Yes, I want to sign up!"

You need at least one CTA, which is the one that goes beneath your opt-in form.


If your squeeze page is longer and not everything is kept within "above-the-fold" (the top portion of a web page that’s visible without scrolling), then I recommend you also insert another CTA button at the bottom of your page.

Now, download the worksheet below (no opt-in) to write your own persuasive copy and craft a perfect landing page.


After people sign up to your email list, what's next?

Instead of sending them a direct download link to your lead magnet (a big NO), you direct them to a "thank you page".

Many website owners know they should do this step, but the fact is that they haven't maximised the potential of this page enough.

Either they simply display a message like, "Thank you very much for signing up." or they just use a default design provided by their autoresponder.

MailChimp default's thank you page

Why this is bad and kills your funnel...

Imagine you have been trying to invite people to your party. You send out invitation cards, you reach out to them on Facebook, you connect with them on Twitter, you call them over the phone...

After they finally show up at your doorstep, you open the door, let them in and just leave them sitting on your sofa without any more interaction or conversation.

It sounds ridiculous but this is what many coaching professionals are doing with their thank you page.

They have made so much effort to bring people to their website and convert them into subscribers, and all of a sudden they themselves just stop the interaction without further steps.

Your thank you page can be more. It can help increase engagement with your leads and drive them down your funnel to become your hot leads and clients.

Do these three things to optimise your thank you page, or download the worksheet below (no opt-in) to help you do so.

Get The Definitive Guide to Winning More Leads Through Your Coaching Website

Delivered to you as a PDF with all templates and worksheets included.

Action #1. Acknowledge.

The first thing is to reassure your subscribers that they have successfully signed up for your lead magnet.

Remind them to confirm their email address, and show them exactly how to do that.

There are three reasons why we are doing this:

  1. You want them to give you a real email. If a freebie seeker uses a fake email to request your lead magnet, then he knows that he doesn't get direct access to your download because the download link will only be sent to his inbox after the confirmation.
  2. You want them to give you permission to send more emails. This is to prevent yourself from being mistaken as a spammer. You want to make sure they want to hear from you, and not signing up by mistake. A subscriber is also more committed when he has both signed up and confirmed his signup.
  3. You want to protect your email list. If a fake email is being used to opt-in, then it will not be added to your mailing list until it's being confirmed. Since it's a fake email, it's unlikely that it will be confirmed.

Action #2. Appreciate.

You want to thank them for signing up to your email list, so a simple thank you message is necessary.

An even better way is offering them an unadvertised bonus as an extra token of appreciation.

An unadvertised bonus is simply a new piece of relevant and useful content (or another lead magnet).​

Let me explain.

If your lead magnet is a weight loss meal plan, then you can offer a simple weight loss recipe as an unadvertised bonus.​

"Thank you for requesting my "Easy Weight Loss Meal Plan, and because you’re not getting the download right now (until you confirm your email), I want to give you a quick milkshake recipe I use every day first."

A useful blog post you published before, a video tutorial you created​ on YouTube, a new lead magnet... All these can be real simple to offer as a bonus, but adding them increase engagement significantly with your subscribers.

Action #3. Announce.

Besides offering an unadvertised bonus, your thank you page is also a place to announce a special offer.

There are two types of special offer you can promote:

  1. A free initial discovery session.
  2. A $9 - $19 tripwire product.​

I will talk about how to position your free discovery session in the next part, so let me explain what is a tripwire product and why you should consider selling it here.

  • tripwire product

A low-cost product specifically designed to convert as many leads into customers as possible.

It connects the gap between your lead magnet to your core offer.

Remember your lead magnet is an alternate route that delivers your top results? So does a tripwire product, except it's sold at an irresistible price.

The purpose of selling a tripwire product is not to make profits, but to reduce the friction of purchase and cover your lead generation expenses.

Asking your leads to go from spending $0 to $500 is difficult, but going from $0 to $9 is much easier.

Once they put some money in, they are no longer a cold traffic or lead but a paid customer. If they have spent some money with you before, you better believe they’re more likely to spend money with you again!

Your thank you page is a perfect page to sell because for every subscriber that signs up, they will be redirected and see this page immediately.

At this stage, they're engaged and excited because of the lead magnet and an unadvertised bonus.

So all you do is say:

"Since you're interested in [lead magnet's topic], I know you want to get [specific results]. If you're serious about getting [specific results - faster/ easier], then make sure you [check out this tripwire product.]"

So how are you going to say thank you when someone signs up to your list?

Use this worksheet below (no opt-in) to plan out your thank you page easily.


What happens after your subscribers confirm their email address is straightforward: you redirect them to a "delivery page".

Whatever you promise upfront on your landing page, the delivery page is where you provide the actual lead magnet content.

But we don't stop it just here.

Use the worksheet below (no opt-in) to craft a delivery page for your lead magnet.

When people sign up to your mailing list, it is an indication that they starting to trust you, so we want to continue building the trust by offering a free initial consultation.

If you have been selling any kind of 1:1 coaching for a while, you'll know that this is a chance for you and your leads to find out if the both of you are a good fit.

However, instead of using a typical contact form or letting just anyone book you on the calendar, we want to pre-qualify your leads.

Here, you want to create a dedicated application form that positions the value of your free session.

The message that you want to get across here is that, "Even that this discovery call is free, it's not for everyone."

On your application form, you want to ask questions that cover these areas:

  • ​Who are they? What does their profile look like?
  • Where do they want to go? What are their goals?​
  • Where are they now? What is their current status?
  • What is in the way? What roadblocks are preventing them from getting to their goals?
  • Budget?
  • Deadline?
  • Decision maker?

If you have other qualification criteria that are important to your coaching business, make sure to include them on your application form.

This pre-qualification process serves two purposes.

  1. It allows you to understand your potential clients before you even talk to them. This way you can be more compelling and effective during the actual call.
  2. It weeds out the tire kickers because if someone didn’t really care enough, they probably wouldn’t take the time to fill out the form. What it also means is that, if your application form is long and requires more thought and effort to fill out, then anyone who really takes the time to do so has pre-committed to your service, which will make it a lot easier to close them during the call.

Ready to craft a dedicated application form on your delivery page? Then, use the worksheet below (no opt-in) to help you.


From creating a lead magnet your audience wants, crafting compelling copy for your landing page to qualifying potential clients with an application form, we have covered a lot.

Now comes the technology piece to put everything together on your website, and launch your funnel!

In my opinion, technology is the last piece you should worry about in your business because there is no shortage of options out there.

Many coaching professionals spend hours finding the "perfect" application and software, but what they really should focus on is developing the marketing strategy (funnel, copy, traffic, conversion etc), and actually getting clients to grow their business.

But I also understand the struggles coaches have by having too many options.

That's why I want to give you a short tech list and only share it with you at the final stage of the process.

Pick what's right for your needs and budget, and move on.

(I'm going to assume that you already have a WordPress website so I don't want to go into the domain and hosting details.)






Finally, I also have a one-page checklist to make sure that you get the building process right.

Download the checklist below (no opt-in) and start working through the sheet.


"This all looks very complicated and time-consuming."

I understand how you feel and I know many other coaches like yourself who felt the same way.

But what I've found is that if you want your coaching business to seriously grow online, you need to add marketing funnels to your website.​

Tony Robbins.
Brendon Burchard.
Marie Forleo.
Michael Hyatt.
Bill Baren.

No matter what niche and industry you're in, chances are your industry leaders and the mentors you look up to are all doing this because they understand the importance of having a lead generation funnel in their business.

I know you're serious about consistently growing and collecting leads through your coaching website, that’s why I laid out all the steps needed to help you build your own funnel.

I sincerely hope you have enjoyed this guide and I'd love to hear your suggestions or questions in the comments.​

Have you added a lead-generation funnel to your website?

What's your lead magnet?​

Let me know in the comments below.​

Get The Definitive Guide to Winning More Leads Through Your Coaching Website

Delivered to you as a PDF with all templates and worksheets included.

Leave a Comment:

Stephanie Voss says June 22, 2017

What a helpful page, Hazel Lau.
There is nothing better than someone who SHOWS YOU HOW IT’S DONE as she is TELLING YOU WHAT TO DO.

My only comment is that I think I may end up with multiple copies of the material — I clicked for the email, but I also found it so easy to read I read through and downloaded without thinking it might be duplicative. At least we’re not wasting paper!

Thanks for these helpful tools. And they work – I already feel kindly towards you. Gratitude and connection are key.

Best wishes.

    Hazel Lau says June 22, 2017

    Hey Stephanie, glad that you found it useful!

    Do you know anyone that would find this article valuable? If so, would you be so kind as to share the article with them? No pressure of course.

    Let me know if you have any question or anything I can help. 🙂

Ian Muir says July 23, 2017

Hazel, this is a brilliant summary of the pages that are needed on a website designed to win clients.
Its a huge amount of valuable and FREE content that is well structured, easy to follow, and has great ideas and explanations.

I wish I had read this some time ago, as it would have saved me a lot of time. Having been drowning in an overload of information, Ive now got back my enthusiasm for marketing!

Thank you for taking the time to write this.

Cyber hug…

    Hazel Lau says July 24, 2017

    Glad to see you here Ian and thanks for the comment! I totally get it for the information overload part. What is the biggest takeaway to you from this article?

Bernadette says January 10, 2018


Do you provide service for designing the perfect website. I am exactly the one falling into your description of having a website for nothing.
I need some help please
Thank you
PPSS member

    Hazel Lau says January 17, 2018

    Hey Bernadette, yes I do! I will send you a follow-up email real soon, let’s talk. 🙂

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